The patient- physician relationship has been changing timelyfrom autonomy,skepticism, extreme of trust, and paternalism. Withoutactively involving in itpatients are exposed to DTCA by pharmaceutical industries’advertisementsissued under public interest, patient education leaflet,YouTube videos, anddedicated websites. The pharmaceutical advertisements haveboth merits anddemerits on patient- physician interaction. Theadvertisements provide valuableinformation that helps the patient to take concerns tophysicians, gives awarenessof underdiagnosed conditions such as hypertension anddepression leading topatient’s visit to physician for treatment or prevention ofcondition, butadvertisements increases the drug cost, drug abuse andrequest for referrals andunnecessarily increases the healthcare cost.The research developed from past 50 years about Impact ofpharmaceuticaladvertisements on patient-physician interaction showsdifficulty in themethodological and conceptual terms, they have hindered theresults and havebeen generalized and applied to all patient-physicianinteraction.
The revised articles indicate the complex methodologicaldesigns gives differentdirections to patient-physician interactions. The shortageof studies focused onthe factors like belief, personal satisfaction and valuewith his profession.The aim of this study was to determine the impact ofpharmaceuticaladvertisements on patient-physician interaction.The study was made on the survey of two thousand physiciansthat wererandomly selected out of 650,000 physicians from AmericanMedical Association(AMA) physicians who spent more than 20 hours a week ondirect care of patientwere selected from primary, secondary and tertiary carehospitals across variousspecialties. The questionnaire consisted of three sectionsof closed endedquestions which took 12 minutes to reply completely. Part 1of the questionnairewas aimed to collect the information on DTCA and internet.
The 50% of physicianswere sent part 2 of questionnaire. This questionnaire aimedto collect the information whether the patient discusses the information onDTCA in past 12months. The other 50% of physicians received a differentpart 2 questionnairewhich collected information regarding internet.
Part 3 ofquestionnaire was givento entire population and was aimed to derive informationregarding the workloadand demographic information regarding hours per week spenton patientinteraction, administrative tasks, other tasks related topatient care. Thequestionnaire was mailed and reply was received, thereminder was sent to thedoctors and $35 was given as a token of appreciation forcompletion ofquestionnaire. The study found that DTCA has a complex effecton health service.DTCA gives rise to inappropriate requests. This puts thephysicians and patient toconflict.
The study found the following results: 56% of patientsdiscussed information fromDTCA. 69% of physicians think DTCA hinders time efficiencyof visit and 13% viewsit is helpful. 33% thought that DTCA was helpful. 8% feltthat it was worsened.DTCA has good and bad effects on quality of patient-physician interaction, thedisadvantages are minimized and advantages are maximized bymaximizing theinformation of advertisements, increasing physicianconversations andencouraging patients to respect the physician’s clinicalpractice.